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Short thoughts and the occasional essay on startups, analytics and technology

branded search

Last year, researchers at Google released a meta-study quantifying paid search’s incremental value based on organic rank. They found that, on average, even when an advertiser ranked in the first organic position, 50% of ad clicks were incremental. More recently, Google made available paid and organic reporting giving marketers a tool to measure their own…Read more →

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By way of @nicvjayne, the story of MailChimp’s billboard advertising: When return on investment is measured by delight instead of sales or conversions, there’s a lot more freedom to be creative, to be bold, or maybe even to be creative and bold. It was liberating to begin the project knowing that our metrics were much…Read more →